Categories
Close
Menu
Menu
Close
Search
Search

Featured Articles

News

New MEF survey says trust is the main barrier to mobile purchases

Mark

Share:

Print

Rate article:

No rating
Rate this article:
No rating

Mobile content and commerce organisation MEF has published the results of its Global Consumer Trust report for 2014. The study, which looks at privacy, transparency and security concerns, was carried out in partnership with online security company AVG Technologies.

According to the report, the single largest obstacle to purchasing goods and services via a mobile device is trust. 30% of mobile media users said this was the major issue, even though just 9% claimed to have had a negative experience.

Overall, 40% of respondents named trust as a possible barrier to mobile purchases. That’s an increase from the previous studies in 2013 (35%) and 2011 (27%). If this trend continues, half of all mobile media users will be discouraged from purchasing via their mobile device by 2015.

In addition, 37% of people said a lack of trust prevented them from using apps installed on their phone, while 65% were unhappy sharing personal information with an app.

Despite these concerns, most consumers said they didn’t take any action to protect their privacy; just 24% were prepared to read long-form privacy policies and less than half could be bothered with short-form text.

Andrew Bud, Global Chair of MEF, said “This report shows remarkably few consumers are yet ready to take action regarding their concerns about trust in mobile apps. This should not mislead our industry. With a large and growing majority of consumers expressing concern, the mobile industry cannot afford to be complacent about mobile users’ current tolerance.”

The MEF survey was carried out by On Device Research and analysed responses from 10,000 mobile media users in 13 countries.

[MEF Global Consumer Trust 2014 Executive Summary]

Comments

Collapse Expand Comments (0)
You don't have permission to post comments.

Opinion Articles

ExclusiveDiscover the secrets of mobile innovation at The Mobile Academy in London

Mark Bridge writes:

Developing a successful mobile product or service isn’t just a question of having a great idea. There are all sorts of challenges, from the technical aspects of application development to the wider issues of branding and funding.

That’s where The Mobile Academy steps in. It’s a London-based mobile masterclass designed to give you a helping hand with innovation, whether you’re an entrepreneur, a business owner, a developer or a designer.

ExclusiveRIM boss ignores the questions when asked about BlackBerry difficulties and competitors

Mark Bridge writes:

Live TV and radio interviews. They can be worrying things, even when you’re not expecting to be challenged too much. I know this from experience. So when your company is launching a much-delayed operating system, you’d expect a few difficult questions… and you’d be ready with a response.

The official response of RIM is apparently to ignore the questions.

ExclusiveMobile phones transform lives in Africa

Jennifer Lazuta of voanews.com writes:

Rene Mendy, a street vendor in Dakar, has never had enough money to open a bank account. But now, thanks to an emerging mobile phone banking service, he has access to many financial services.

ExclusiveLast week at The Fonecast: 28th January 2013

Mark Bridge writes:

I didn’t study economics at college, which is probably one of the reasons I have a very simple perspective on quarterly results. As far as I’m concerned, they fall into one of three categories: much as expected, better than expected or worse than expected. Anyway, it’s the time of year when some of the biggest names in the mobile telecoms industry publish their financial results – so here we go.

ExclusiveBringing personalised radio to your smartphone

Mark Bridge writes:

Targeted advertising on mobile devices is something we’re all getting increasingly familiar with. Visit a web site and there’s a good chance you’ll see an advertisement that’s aimed directly at you, perhaps using information about the sites you’ve previously visited, the type of smartphone you’re using or even your location.

Yet listen to the radio or stream music on your smartphone and that same level of personalisation hasn’t been aavailable. That’s all changing now, with help from a new service called UTuneMe.

RSS
First2324252628303132Last

Recent Podcasts

ExclusivePodcast from Mobile World Congress 2015

Mark Bridge learns about the mobile technology trends at Mobile World Congress 2015 by chatting to James Rosewell of 51Degrees, Dr Kevin Curran from the IEEE and Chris Millington of Doro.

They talk about wearable devices, wireless charging, mobile operating systems and much more... including some of their favourite products from the exhibition.

ExclusiveLooking back at February: from security scares to multiple MVNOs

We're taking a look back at the biggest mobile industry news stories from February 2015, including allegations that the UK's security service tried to breach SIM card security by hacking into one of the world's biggest SIM producers.

We also talk about the planned BT and EE merger, the creation of two new UK virtual networks, some acquisitions in the mobile payment arena and a new Ubuntu smartphone.

ExclusiveA month of mobile: O2 counts on 3, Microsoft counts to 10 and Apple counts its profits

We're back with a month of mobile industry news, including takeover talks and takeover rumours. O2 and Three are said to be discussing a merger... but is there any truth in the suggestions that BlackBerry could be up for grabs?

We also discuss Apple's record-breaking quarterly figures, the highlights of CES and the launch of Microsoft Windows 10, as well as saying farewell to the current version of Google Glass.

RSS
12345678910Last

Follow thefonecast.com

Archive Calendar

«August 2026»
MonTueWedThuFriSatSun
272829303112
3456789
10111213141516
17181920212223
24252627282930
31123456

Archive